EFEKTIVITAS IKLAN POLITIK PARTAI PERINDO DI MEDIA...

EFEKTIVITAS IKLAN POLITIK PARTAI PERINDO

DI MEDIA TELEVISI MNC GRUP DALAM

MENINGKATKAN ELEKTABILITAS PARTAI

DI KECAMATAN MUSTIKAJAYA

SKRIPSI

Oleh:

Heri Purwanto

201410415032

PROGRAM STUDI ILMU KOMUNIKASI

FAKULTAS ILMU KOMUNIKASI

UNIVERSITAS BHAYANGKARA JAKARTA RAYA

2018

Scanned by CamScannerEfektivitas Iklan..., Heri, Fakultas Ilmu Komunikasi 2018

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ABSTRAK

Heri Purwanto (201410415032), Efektivitas Iklan Politik Partai Perindo di Media

Televisi MNC Grup Dalam Meningkatkan Elektabilitas Partai di Kecamatan

Mustikajaya.

Penelitian ini bertujuan untuk menjelaskan pengaruh efektivitas terpaan iklan

politik Perindo di media televisi terhadap elektabilitas partai. Metode yang

digunakan adalah metode penelitian kuantitatif eksplanasi. Jumlah sampel pada

penelitian ini adalah 99 responden. Efektivitas iklan di televisi bisa diukur

menggunakan Direct Rating Method (DRM) atau Metode Penentuan Peringkat

Langsung. Hasil penelitian dilihat dari nilai hitung r hitung (koefisien) lebih besar

dari nilai r tabel maka bisa dikatakan variabel X mempengaruhi variabel Y, variabel

bebas X memiliki pengaruh kontribusi sebesar 5.47% terhadap variabel Y dan

4.53% lainnya dipengaruhi oleh faktor-faktor lain di luar variabel X. Data primer

dikumpulkan dengan menggunakan kuesioner penelitian dan data sekunder

dikumpulkan melalui studi pustaka, serta situs internet yang relevan dengan fokus

penelitian. Hipotesis penelitian ini nilai signifikasi lebih kecil (<) dari 0.005 maka

Ho ditolak dan Ha diterima atau dapat disimpulkan bahwa ada hubungan antara

efektivitas iklan politik perindo terhadap elektabilitas partai, hubungan antara

kedua variabel tersebut sedang. Kesimpulan dari penelitian ini adalah efektifnya

iklan politik perindo terhadap elektabilitas partai di Kecamatan Mustikajaya dengan

tingkat ke efektifan rendah.

Kata kunci: Efektivitas Iklan Politik, Perindo, Elektabilitas

Efektivitas Iklan..., Heri, Fakultas Ilmu Komunikasi 2018

vi

ABSTRACT

Heri Purwanto (201410415032), The effectiveness of party political Advertising

on television Media Perindo MNC Group in improving Party Elektabilitas in

district Mustikajaya.

This research aims to clarify the influence of exposure to political advertising

effectiveness Perindo in television media against elektabilitas party. The method

used is the quantitative research methods of empirical research. The number of

samples in this study is 99 respondents. The effectiveness of advertising on

television can be measured using Direct Rating Method (DRM) or the method of

Determining Rankings instantly. Research results seen from the count value r count

(coefficient) is greater than the value of r could be said then the table variable X

affect the Y variable, the variable X has the influence of the free contributions of

5.47% against the variable Y and 4.53% other affected by factors other than the

variable X. Primary Data collected by using questionnaire research and secondary

data collected through literature studies, as well as internet sites that are relevant

to the focus of the research. The hypothesis of this research the significance of

smaller value (<) of 0,005 then Ho and Ha accepted or rejected can be concluded

that there is a relationship between the effectiveness of political ads perindo against

elektabilitas party, the relationship between the two variables being. The

conclusions of this research are effectively political ads perindo against

elektabilitas party in district Mustikajaya with efektifan level to low.

Keywords: Political Ad Effectiveness, Perindo, Elektabilitas


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DAFTAR ISI

Halaman

HALAMAN JUDUL ......................................................................................... i

LEMBARAN PERSETUJUAN ....................................................................... ii

LEMBAR PERNYATAAN .............................................................................. iii

ABSTRAK ......................................................................................................... iv

ABSTRACT ........................................................................................................ v

KATA PENGANTAR ....................................................................................... vi

DAFTAR ISI ...................................................................................................... viii

DAFTAR TABEL ............................................................................................. xii

DAFTAR GAMBAR ......................................................................................... xv

DAFTAR BAGAN ............................................................................................. xvi

BAB I PENDAHULUAN .................................................................................. 1

1.1 Latar Belakang ........................................................................................... 1

1.2 Fokus Masalah .......................................................................................... 6

1.3 Pertanyaan Masalah ................................................................................... 6

1.4 Tujuan Penelitian ....................................................................................... 7

1.5 Kegunaan Penelitian .................................................................................. 7

1.5.1 Kegunaan Teoritis ............................................................................. 7

1.5.2 Kegunaan Praktis .............................................................................. 7

BAB II TINJAUAN PUSTAKA ....................................................................... 8

2.1 Komunikasi Politik .................................................................................... 8

2.1.1 Unsur – Unsur Komunikasi Politik................................................... 9

2.1.1.1 Komunikator Politik ............................................................. 9

2.1.1.2 Pesan Politik ......................................................................... 10


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Halaman

2.1.1.2.1 Iklan Politik ............................................................. 10

2.1.1.2.2 Propaganda .............................................................. 11

2.1.2 Fungsi Komunikasi Politik ............................................................... 12

2.1.3 Tujuan Komunikasi Politik ............................................................... 13

2.2 Komunikasi Massa..................................................................................... 15

2.2.1 Proses Komunikasi Massa ................................................................ 16

2.2.2 Fungsi Komunikasi Massa ................................................................ 18

2.3 Media Massa .............................................................................................. 19

2.3.1 Televisi ............................................................................................. 19

2.4 Partai Politik ............................................................................................. 20

2.5 Efektivitas Iklan ......................................................................................... 20

2.6 Definisi Elektabilitas ................................................................................. 21

2.6.1 Indikator Elektabilitas ....................................................................... 22

2.7 Konsep Efektivitas Iklan Politik ................................................................ 23

2.8 Kerangka Teori .......................................................................................... 24

2.8.1 Teori Kultivasi (Cultivation Theory) dan Informasi ......................... 24

2.9 Kerangka Pemikiran .................................................................................. 26

2.10 Hipotesis .................................................................................................... 27

2.11 Penelitian Terdahulu .................................................................................. 27

BAB III METODE PENELITIAN .................................................................. 31

3.1 Paradigma Penelitian ................................................................................. 31

3.2 Metode Penelitian ...................................................................................... 31

3.3 Variabel Penelitian dan Definisi Operasional............................................ 32

3.4 Populasi dan Sampel .................................................................................. 36


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Halaman

3.4.1 Populasi ............................................................................................ 36

3.4.2 Sampel .............................................................................................. 37

3.4.2.1 Teknik Pengambilan Sampel ................................................ 38

3.5 Teknik Pengumpulan Data ........................................................................ 40

3.5.1 Data Premier ..................................................................................... 40

3.5.2 Data Skunder .................................................................................... 41

3.5.3 Wawancara ....................................................................................... 41

3.6 Instrumen Penelitian .................................................................................. 42

3.7 Uji Kualitas Instrumen ............................................................................... 43

3.7.1 Validitas ............................................................................................ 43

3.7.2 Reliabilitas ........................................................................................ 45

3.8 Teknik Analisis Data ................................................................................. 46

3.9 Lokasi dan Waktu Penelitian ..................................................................... 47

BAB IV HASIL PENELITIAN DAN PEMBAHASAN ................................. 47

4.1 Hasi Penelitian ........................................................................................... 47

4.1.1 Iklan Politik Perindo......................................................................... 47

4.1.1.1 Lirik Iklan Politik Perindo.................................................... 47

4.1.1.2 Frekuensi Tayangan Iklan Perindo ....................................... 48

4.1.2 Profil Partai Perindo ......................................................................... 48

4.1.2.1 Visi Misi ............................................................................... 49

4.1.2.2 Struktural Partai Perindo ...................................................... 49

4.1.2.2.1 Majelis Persatuan Partai .......................................... 49

4.1.2.2.2 Dewan Pimpinan Pusat ............................................ 50

4.1.2.2.4 Mahkama Partai ....................................................... 51


xii

Halaman

4.1.2.3 Lambang Partai Perindo ....................................................... 52

4.1.3 Lokasi Penelitian Kecamatan Mustika Jaya Bekasi ......................... 53

4.1.4 Karakteristik Responden .................................................................. 54

4.1.4.1 Jenis Kelamin ....................................................................... 54

4.1.4.2 Pekerjaan .............................................................................. 55

4.1.4.3 Pendidikan Terakhir ............................................................. 55

4.1.4.4 Usia....................................................................................... 56

4.1.5 Deskripsi Pertanyaan Hasil Penelitian ............................................. 56

4.1.6 Hasil Uji Validitas dan Relabilitas ................................................... 71

4.1.6.1 Nilai Hitung Uji Validitas .................................................... 71

4.1.6.2 Nilai Hitung Uji Relabilitas ................................................. 72

4.1.7 Uji Korelasi ...................................................................................... 74

4.1.8 Uji Regresi Sederhana ...................................................................... 75

4.1.9 Hasil Deskriftif dari Wawancara ...................................................... 77

4.2 Pembahasan ............................................................................................... 80

BAB V KESIMPULAN DAN SARAN ............................................................ 88

5.1 Kesimpulan ................................................................................................ 88

5.2 Saran .......................................................................................................... 89

DAFTAR PUSTAKA

LAMPIRAN


xiii

DAFTAR TABEL

Halaman

Tabel 3.1 Variabel X Efektifitas Iklan Politik .................................................... 33

Tabel 3.2 Variabel Y Elektabilitas Partai ............................................................ 34

Tabel 3.3 Jumlah Populasi di kecamatan Mustikajaya ....................................... 37

Tabel 3.4 Jumlah Sampel Dari Masing-Masing Kelurahan ................................ 39

Tabel 3.5 Skor Skala Pengukuran Likert ............................................................ 42

Tabel 3.6 Interprestasi Koefisien Korelasi .......................................................... 44

Tabel 4.1 Responden Berdasarkan Jenis Kelamin .............................................. 54

Tabel 4.2 Responden Berdasarkan Pekerjaa ....................................................... 55

Tabel 4.3 Responden Berdasarkan Pendidikan Terakhir .................................... 55

Tabel 4.4 Responden Berdasarkan Usia.............................................................. 56

Tabel 4.5 Perindo Muncul di Televisi Dalam Bentuk Iklan Politik Partai ......... 57

Tabel 4.6 Gambar Iklan Perindo Menarik Untuk Diperhatikan .......................... 57

Tabel 4.7 Iklan Perindo Muncul di Acara Berrating Tinggi ............................... 58

Tabel 4.8 Tujuan Iklan Perindo Untuk Mengenalkan Partai............................... 58

Tabel 4.9 Iklan Perindo Adalah Pesan Politik .................................................... 59

Tabel 4.10 Paham Isi Iklan Perindo .................................................................... 59

Tabel 4.11 Iklan Partai Perindo Pencitraan ......................................................... 60

Tabel 4.12 Perindo Yang Menggunakan Media Milik Hary Tanoe .................... 60

Tabel 4.13 Iklan Perindo adalah Iklan Kampanye .............................................. 61

Tabel 4.14 Tampilan dan Lirik Lagu Iklan Perindo Menarik ............................. 61

Tabel 4.15 Jingle Iklan Perindo Enak Untuk Didengar ...................................... 62

Tabel 4.16 Isi Iklan Perindo Menarik ................................................................. 62


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Halaman

Tabel 4.17 Ingin Mengenal Partai Perindo ......................................................... 63

Tabel 4.18 Tertarik Partai Perindo Setelah Melihat Iklannya di Televisi ........... 63

Tabel 4.19 Ingin Memilih Partai Perindo ............................................................ 64

Tabel 4.20 Mengetahui Partai Perindo Dari Iklan Perindo di Televisi ............... 64

Tabel 4.21 Partai Perindo Muncul Sebagai Iklan Politik .................................... 65

Tabel 4.22 Partai Perindo Dikenal Setelah Adanya Iklan Perindo .................... 65

Tabel 4.23 Partai Perindo Mendekatkan Diri Dengan Iklan Politik ................... 65

Tabel 4.24 Iklan Perindo Peduli Terhadap Masyarkat Kecil .............................. 66

Tabel 4.25 Adanya Pencitraan Dalam Iklan Perindo .......................................... 66

Tabel 4.26 Modal Utama Partai Perindo Adalah Media Milik Hary Tanoe ....... 67

Tabel 4.27 Perindo Mempunyai Modal Politik Untuk Bersaing......................... 67

Tabel 4.28 Iklan Perindo Modal Untuk Mendapatkan Dukungan Masyarakat .. 68

Tabel 4.29 Hary Tanoe Sangat Dekat Dengan Masyarakat ................................ 68

Tabel 4.30 Ikan Perindo Melihatkan Harapan Untuk Lebih Baik Lagi .............. 69

Tabel 4.31 Perindo Partai Baru Yang Paling Menonjol ...................................... 69

Tabel 4.32 Lirik Iklan Perindo Menarik ............................................................. 70

Tabel 4.33 Partai Perindo Harus Sesuai Dengan Realita di Iklan ....................... 70

Tabel 4.34 Iklan Politik Perindo Kampanye Kreatif ........................................... 71

Tabel 4.35 Uji Vliditas ........................................................................................ 72

Tabel 4.36 Reliability Statistics .......................................................................... 73

Tabel 4.37 Item-Total Statistics .......................................................................... 73

Tabel 4.38 Uji Korelasi ....................................................................................... 74

Tabel 4.39 Hubungan (Korelasi) R ..................................................................... 75

Tabel 4.40 Uji ANOVA ...................................................................................... 76


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Halaman

Tabel 4.41 Uji t ................................................................................................... 76

Tabel 4.42 Apakah Anda Pernah Menonton Iklan Perindo ................................ 77

Tabel 4.43 Frekuensi Mana Anda Pernah Melihat Iklan Perindo ....................... 77

Tabel 4.44 Seberapa Sering Anda melihat Iklan Perindo ................................... 78

Tabel 4.45 Waktu Apa Anda Sering Melihat Iklan Perindo ............................... 78

Tabel 4.46 Menonto Iklan Perindo sampai selesai.............................................. 78

Tabel 4.47 Iklan Perindo Mengganggu ............................................................... 78

Tabel 4.48 Suka Iklan Perindo ............................................................................ 79

Tabel 4.49 Anda Tau Ketua Umum Partai Perindo ............................................ 79

Tabel 4.50 Anda Tahu Partai Perindo Dari Mana ............................................... 79

Tabel 4.51 Tertarik Untuk Menjadi Kader Partai Perindo .................................. 79


xvi

DAFTAR GAMBAR

Halaman

Gambar 4.1 Lambang Partai Perindo .................................................................. 53

Gambar 4.2 Peta Kecamatan Mustikajaya Bekasi .............................................. 54

Gambar 4.3 Diagram Indikator Perhatian ........................................................... 82

Gambar 4.4 Indikator Pemahaman ...................................................................... 82

Gambar 4.5 Indikator Kognitif ............................................................................ 83

Gambar 4.6 Indikator Afektif .............................................................................. 83

Gambar 4.7 Indikator Tindakan .......................................................................... 84

Gambar 4.8 Diagram Hasil Wawancara.............................................................. 85


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DAFTRA BAGAN

Halaman

Bagan 2.1 Kerangka Pemikiran........................................................................... 26


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